Consumer Behavior Lesson 3: Segmentation and Maslow’s Hierarchy of Needs


The hierarchy of needs is a psychological theory proposed by Abraham Maslow and it has been influential across disciplines. In this lesson, we examine the usefulness of this theoretical framework from a marketing perspective. The Knowledge@Wharton article: “How Did Nokia Succeed in the Indian Mobile Market, While Its Rivals Got Hung Up?” gives an example of how one phone company did exactly that — break up a faceless crowd, segment them into groups with similar needs, develop products for segments, and market them to each segment. To apply this principle in greater depth, the class is divided into groups and asked to segment their target market for a product of their choice and develop a marketing plan for one or more segments of their market. The students then present these plans to their peers.

NBEA Standard(s):
  • Marketing, I. Foundations of Marketing
  • Marketing, II. Consumers and Their Behavior

Lesson Plan Details:

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